Audience Research

UK TRIBES

This project came about when Channel 4 commissioned it back in 2005. This website is 'the home of UK youth research' it explores a wide variety of all the social groups that youths nowadays are apart of such as hipsters, chavs and ravers. It gives information about them (how to spot/differentiate them), their alternate names, tribe icons, the brands they wear, the different types of media they absorb and how much of each type. Currently they have discovered 25 different tribes by creating a 'Find Your Tribe' survey where there were over 50,000 respondents in 2006.

UK Tribes consists of 5 main headings which youths are then categorised into sub-categories. I am only going to focus on 3 main headings as these are the ones of which are most appropriate to my target audience:






Mainstream: These people belong to the target audience because Ellie Goulding's songs are often in the charts. In particular I am focusing on the townies and casuals as these are the people who have a diverse music taste with no particular hobby i.e. sports. 

Aspirant mainstream: As this group is an extension of the mainstream group therefore the interests and music taste will be similar. 

Urban: the DIYers as they listen to a wide range of music which means they will be open to a slower track such as your song by Ellie Goulding.